Foodily, FreshDirect to Make Seamless Online Grocery Shopping

Foodily, FreshDirect to Make Seamless Online Grocery Shopping

Popcart for Freshdirect allows cooks to get any recipe they need with the click of a button

Kourosh Behnam
  • 5 august 2014

How people plan for grocery shopping varies significantly by age group and has moved along with macro-changes affecting eating culture. Eighty percent of people who cook from home find online recipes. In this era of instant gratification people want food available whenever they want it and the grocery retail landscape is shifting to meet these needs.

Today, leading digital grocer Freshdirect and Foodily, the self-proclaimed “world’s largest social recipe network,”  launched a new online service called Popcart to meet these needs. Popcart is the first web technology in the U.S. that turns online recipes into deliverable groceries. Engineered by Foodily, Popcart allows cooks to browse recipes online across more than 150+ million food websites and blogs and seamlessly integrate the ingredients into a online shopping cart.

According to Andrea Cutright, Chief Executive Officer of Foodily,

The web is the number one resource for home cooks, but when you go from online to browsing to in-store shopping, buying the ingredients can take hours and be a deterrent to getting dinner on the table…Popcart removes the friction from shopping for recipes, making meal planning more efficient than ever before.

Shopping for recipes is pretty simple. Download the Popcart it button to your bookmarks bar then simply highlight any ingredients from any recipe online and click ‘Popcart it’.  Customize your ingredients to you dietary needs and preferences. Check out when you are ready and FreshDirect will deliver you the ingredients the next day.


Jodi Kahn, Chief Consumer Officer at FreshDirect, states,

We are always looking to innovate and make shopping for food easier… Popcart for Freshdirect enables customers to have a new way to shop the recipes they love and cook with the freshest ingredients from FreshDirect. We’re thrilled to partner with Foodily to bring this new tool to FreshDirect customers and all who cook at home. This technology takes consumers from inspiration to preparation.

For now, Popcart for FreshDirect is only available in the latter’s service areas: Greater New York, New Jersey, Connecticut metro areas and greater Philadelphia, Pennsylvania area, including Delaware.



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